Nike created a great campaign recently surrounding the Tour de France. People submitted messages of hope and inspiration to a website before the race. Then a so called 'Chalkbot', a huge machine not dissimilar to one they use to spray paint roads, wrote these messages onto the roads so the participants could read them as they raced.

This created excitement for the audience as they felt included in the event. It also generated buzz, and positioned Nike as a caring and forward thinking brand that is heavily involved with the best sporting events.

What we liked about this is the idea of an activity online that had physical, real world impact. It is a great idea to generate excitement and encourage participation online for an activity that will become apparent at an event. We think it could work really well for technology and telecommunication brands. One idea we had was for event delegates to have a conversation online via Twitter on related subject prior to or during an event (as is happening all the time), the difference being that this could be projected onto a building in which the event is taking place. This type of crowd interactivity can really enhance an event.

If you're interested in finding out more about our bright ideas to bring interactivity to events contact the team.